BlogWorks: February 2007 Archives

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February 23, 2007

The value of online media monitoring

When you sell blog and or board/media monitoring, people may ask, "How bad can it be, I mean how fast can my reputation go south?"

Try seven hours.

WCBS TV goes live a little after 6:30 a.m. with a story reported to them by passersby watching dozens of rats running through in and around a KFC/Taco Bell restaurant. Rats on air described as, "Plump, healthy-looking and oh-so-agile."
By 7:30 a.m. or so the Consumerist, read by thousands, posts it as "Massive Pound-And-A-Half Rats Infest KFC/Taco Bell In The West Village." Seventeen members decide to comment on it. (Who knows how many click the link back to the original TV news story…)
By 12:30 p.m., MSNBC had this story running on the front page of their site and on their TV channel making it national news.
By 12:45 p.m., MSNBC had updated the story: "Yum Brands Inc., based in Louisville, Ky., owns the Taco Bell and KFC restaurant chains. Its shares fell in trading on the New York Stock Exchange Friday.” Employees came to work at the Greenwich Village KFC/Taco Bell restaurant Friday, but no customers were allowed in as health inspectors arrived. There was no answer at the phone number displayed in neon on the store window below the words “We Deliver.”
This also caused media outlets to rehash past Yum Brand health concerns.

The company later released a statement (about six hours too late for damage control) saying:
“This is completely unacceptable and is an absolute violation of our high standards. This restaurant has been closed and we are addressing the issue with the franchise owner. We will not allow this store to reopen until is it completely resanitized and given a clean bill of health.”

By 1p.m. it's the top video story on CBSnews.com: “Rats Swarm KFC-Taco Bell In NY.”
It's among the top stories on CNN Money.
Also by 1p.m., FOX News has both a story and video under the headline, "We do Rodents Right."

If this company had media monitoring and crisis monitoring someone could have called to move media crews away from the front window or covered the front window where dozens of media outlets had set up shop filming and getting customer reaction shots. They weren't pleasant. Words like "sickened" and "disturbing" and "gross" all played out on national media with the KFC/Taco Bell logo right behind.

Seven hours is all it took...

Posted by Alicia Dorset at 03:53 PM
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February 22, 2007

Is Barack your friend?

By Chris Clonen

Could MySpace be the new political barometer for measuring a candidate’s chances of taking the White House in 2008? Yesterday, I spotted an interesting article on stating that a recent “poll” put Barack Obama ahead of Hillary Clinton in the run for the Democratic nomination for the presidency. I had to click because I thought this was incredible news. To my surprise, Barack was ahead all right, but not in the traditional sense — Barack had more MySpace friends than Hillary.

The article referred to TechPresident, a site that currently measures the amount of MySpace friends a presidential candidate has accumulated. The site is updated regularly, contains graphs to help explain a candidate’s “friendship” trends, and includes links to the presidential hopefuls’ MySpace pages. There is even a blog that posts news informing the reader how many candidates have web sites, who in showbiz is endorsing whom, and tracks Technorati for blog posts mentioning the candidates. One post informed me that John Edwards is in Second Life.

Could a candidate’s popularity on MySpace predict the next president of the United States? Time will tell. We could see an evolution in political forecasting.

Posted by Alicia Dorset at 05:01 PM
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February 20, 2007

Facebook opens virtual gifts

New Facebook gifts

Sometime last week I had a message on Facebook letting me know I had a free "virtual gift" to give to a lucky friend. Virtual gift? Instantly my mind flashed back to other "virtual" trends of yesteryear (think Tamagotchi), but when I saw friend after friend give these icons to one another, I knew Facebook had to be onto something.

...And then I got one myself, and it went downhill from there. I was hooked.

Here's what Facebook's Jared Morgenstern, who engineered this project, had to say about the gifts in his Feb. 8 blog post:

Starting today, Facebook will begin enabling users to give each other gifts, tiny tokens of appreciation, that live on your profile. In this collection of gifts on Facebook, all items are $1 each and the net proceeds for the month of February go to the breast cancer research charity, Komen for the Cure.

Facebook was smart to launch the idea with a free hook; almost immediately I had used my free gift and was searching for my credit card to buy more credits. (Each gift costs $1 individually, but when purchased in bulk, discounts are given.) Facebook was even smarter to tie in a charity component, too. I didn't feel like I was wasting money giving my friends digital cupcakes when I knew the money was going to charity this month.

But virtual gifts are hardly new. LiveJournal has allowed users to bestow pixelated magic to one another for more than a year, and Myyearbook.com has so many free "glitter phrases" it's enough to hurt your eyes.

But are virtual gifts a good idea? The Bloggers Blog seems to think gifts that aren't free won't fly.

Are virtual icons really a serious business model when you can easily email images and photos at anytime; place photographs on your blog or profile and use icons during chat and IM sessions? A lot of social networks give you a lot more for free.

I tend to disagree. While I don't think this will be a runaway success, by any means, I do think there is a place for it within social networking, especially as we move into a bigger e-commerce culture. The idea of buying a gift for someone to display on a profile page could be the wave of a future, if they stay at a cheap price. And while can always create some sort of image on their own to "give," I know I'm still impressed that someone paid $1 to give me an Etch-a-Sketch designed by Mac legend Susan Kare.

Now if only I could figure out who is deserving of that blue-haired troll...

Posted by Alicia Dorset at 02:09 PM
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February 19, 2007

Are you a gamer geek?

By Chris Clonen

Well I am — sort of. Now I don’t spend every waking moment increasing my character level playing World of Warcraft when I retreat from the dog-eat-dog world of public relations to my man cave, but I do enjoy a good killing spree on Halo 2; or an hour or two craving fresh blood because my vampirism is acting up in Elder Scrolls 4: Oblivion. Weird? Well, I am not alone.

As soon as I turn on my Xbox360, I am automatically logged into an online community called Xbox Live. Full of game demos, community forums, and yes, even downloadable TV shows and movies, Xbox Live is a living, breathing community full of gamers from around the world looking for that special someone, or something, in a little place I like to call “Geekdom.” Geekdom is not a place for the weak of stomach or soft of heart—it is a realm full of surreal characters and esoteric guilds. A world where you can be anything you want to be (at least as far as game programmers’ minds can code). And, here again is where we come in—a world full of consumers.

These consumers like to spend their hard earned money on impulse purchases such as armor for your stallion, retro-arcade games, or a new hideaway for your well-groomed assassin. You can even get “Gamercards,” or membership cards, to support your favorite game and show the world how officially geeky you really are.

Impulse shoppers are our friends. And better yet, these geeky shoppers like to travel in packs and form their own little Utpoias surrounded by fellow geeks who can’t get enough multi-player maps for blowing up their friends playing Halo 2. I admit, I am one of them, but don’t be afraid — at least in real life, because if you are on the blue team at 3:00 p.m. on Saturday in the Ivory Tower map, you better be armed with a Covenant sword, or you best just run.

My point is that online social networks expand beyond the typical “Facebooks” and “MySpaces” of the blogosphere and into the world of online gaming. There are forums for almost every multiplayer game available for the Xbox360, including web sites specific to those games. Within these forums you can check up on your friends, send messages to each other, plan parties and competitions. You can compare your advancement within a game to one of your friends, or even blog about your performance. Bungie.net and Xbox.com are only a few of the sites out there offering gamers refuge, but there are many more.

This is an opportunity for us to tap our talented resources and expand beyond our typical soapbox, blog mentality and create dynamic, online communities full of commerce, live messaging, steaming video and graphics that will make your jaws drop. Let’s not just create places where you can go to read the latest microwave review, or telemarket the blogosphere with PR buzz about the tastiest soft drink — let’s create homes where consumers can join fellow consumers and play.

I know what you are thinking — don’t we already do this? My answer is no. We create buzz, not communities. There is something beyond the blog out there, buried in this cyberweb of white noise and Broadway glitter. Hosting on-line communities might be the answer, but for now, I will retreat to my cave and hang out with a few friends in Geekdom. Join me so you, too, can see what I am talking about.

Posted by Alicia Dorset at 04:19 PM
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February 15, 2007

Google improves Quality Score algorithm

By Kai Blum

Google is currently making changes to its AdWords Quality Score algorithm in order to improve the relevance of displayed ads. According to Google, these changes “should make it easier for high quality ads to enter the auction while also discouraging low quality ads.” This will finally make life more difficult for AdWords spammers who bid on thousands of keywords, because Google will now set higher minimum bids for keywords that have nothing to do with the ad text and the content of the landing page.

I'm glad that Google is taking these steps that will reward advertisers who choose keywords that are actually related to the products or services that are being offered. Advertisers who bid on countless keywords that are unrelated to their products have been driving up prices for everyone for far too long. The new Quality Score algorithm will hopefully force them to change their practices.

Posted by Alicia Dorset at 05:18 PM
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February 14, 2007

A digital Valentine's Day

Thanks to a new online campaign by Clairol's Herbal Essences shampoo, you can send a variety of digital Valentines, all featuring a somewhat overweight Cupid, to your "special someone" today.

I first found out about this site over at YouTube after doing a search for videos tagged "Valentine." There are several videos available on the site that also double as video greeting cards, too. (Could this be the way of the future?!) Thanks to Clairol, my co-workers are being treated to a pole-dancing Cupid right about now...

The Valentine magic doesn't stop there. Over at dumpcupid.com, Valentine hopefuls can send "Magnetic Poetry" e-cards, play games and even watch Cupid make wrong love match after wrong love match.

vday_card

And who knows... Perhaps after all this time spent with Cupid, you might have developed such a crush on him that you might need to add him to your MySpace friends.

Clairol hit the arrow straight on with this campaign. People will spend countless hours today looking for last-minute Valentines, after realizing they'd forgotten to pick one up at the drug store, and Clairol is there with free, clever cards that pull in all components of Cupid's online presence.

Happy Valentine's Day.

Posted by Alicia Dorset at 02:11 PM
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February 13, 2007

February 09, 2007

Perez Hilton 1, CNN 0

By Melanie Seasons

Those of us who read blogs on a regular basis are probably all guilty of checking out some celebrity gossip blogs from time to time. The celebrity photos and humorous commentary make for entertaining reading. However, with the untimely death of Anna Nicole Smith, gossip blogs took on a new role: breaking news source.

Around 2 p.m. yesterday, the top headline on The Superficial was "Anna Nicole Smith rushed to the hospital," several minutes later the headline was updated to "Anna Nicole Smith ~~rushed to the hospital~~ is dead." Being a frequent visitor of the blog, I saw the post and immediately clicked over to CNN — which I expected to have more accurate, up-to-date information. There was nothing there. It took several minutes for both CNN and MSNBC to post a story on her death.

Since their inception, gossip blogs have received a lot negative attention, mostly because of their association with the paparazzi and slanderous comments of those in the public eye. Take, for example, Tyra Banks.

Recently, a paparazzi photo of Banks was published online, showing the supermodel on a beach in Australia looking a little more "husky" than usual. Soon every gossip blog on the Internet was calling her names like “Tyra Porkchop,” "America's Next Top Waddle" and "Thigh-ra Banks." The picture disseminated through the blogosphere so quickly that Banks went on the offensive. She spoke about the ordeal on her talk show, referencing this post on Perez Hilton. Her diatribe was posted on You Tube and she made her way through the blogosphere once again.

In general, tabloids seem to be a guilty pleasure for a lot of readers and gossip blogs make it much easier for people to get their celebrity dirt with out the embarrassment of picking up an issue of US Weekly in the grocery checkout line. But yesterday, I started to wonder if the gossip blog goes beyond "guilty pleasure." These sites proved that they can get a story out faster than some of the largest news sites in the country. That's got to count for something, right?

Posted by Alicia Dorset at 05:10 PM
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February 08, 2007

This Mama Writes: Anne-Marie Nichols

Anne-Marie Nichols

By Charlie Kondek

Anne-Marie Nichols is a writer who has experienced both sides of the communications industry; she was and is a marketing professional AND a blogger whose work combines her interests in parenting, food, new media and other things. Check out this link for a quick snapshot of Nichols' recent work and you'll get what I mean; she writes, coordinates and contributes to 11 blogs, ranging in topic from the professional to the personal to the observational.

We interviewed Nichols to get some of her insights into marketing and communications with new media.

Kondek: First of all, Anne-Marie, how do you keep up with all the blogs?
Nichols: Well, I don’t blog at all of them every day. For example, I post at both Parents Behaving Badly and A Readable Feast around three times a week. At MOTHERS Book Bag, I update the site every two months to go along with an e-newsletter I do for MOTHERSOughtToHaveEqualRights. Other ones I’ve stopped writing at, like Citizen Mom’s Family Journal. Since my contract with StudioOne Networks is over, they’re just rerunning old content. At my personal blogs, like This Mama Cooks! or A Write Spot, I try to blog one to three times a week.

It helped that I dropped a great deal of volunteer work. I was a founding board member of a charter school, which was like having a part-time unpaid job. I also stopped doing their web site (also unpaid), so that freed up a great deal of time. So, yes, I have a ton of work, but I’m organized and a fast writer. Plus having insomnia, a wireless connection in the house, and a laptop in the kitchen helps.

Kondek: You've been on both sides of media relations, both on the marketing side and on the blog side. In fact, when I first got to know you, I only knew you as This Mama Cooks!, not as someone from my own industry. These next two questions address that: as a marketing and communications professional, what are your thoughts on the value and practice of new media relations?
Nichols: The best thing about new media is that it’s cheap, easy and quick to start. I tell small business people I meet that blogs and e-newsletters are extremely affordable ways to reach out and communicate with their customers — no printing, postage, or labels, and a very short lead time. If there’s ever an emergency, like a recall or a scandal, you can get the word out to your clients in a matter of minutes. Blogs are great ways to solicit feedback from your customers, too.

It’s interesting to see all these big companies holding contests for amateurs to create their Super Bowl ads. User-generated content indeed — very cool.

Kondek: And as a blogger?
Nichols: For us “creatives” (writers, musicians, movie directors, singers, etc.) you get rid of the gatekeepers — you no longer have to deal with editors, music companies, or Hollywood to get your stuff out to your audience. It’s that old punk rock DIY thing — anyone can do it! Plus, talk about instant gratification. People love telling you if your video on YouTube is cool or crap.

Personally, blogging has been a great way to start writing again after being home with my kids. In fact, it’s the only writing I can do with them destroying the house, watching Power Rangers with the volume on high, or fighting with each other. Writing a novel would be way too hard in this kind of environment. And I’ve met some wonderful people through my blogs – fellow bloggers, publicists, editors, writers, and readers.

Kondek: How do other mom blogs feel about people like me? Even though it may be repetitive at this point, what pointers can you give about approaching them?
Nichols: I have no idea how other mommy bloggers feel about publicists. Just be honest and open with them. Personally, I like receiving freebies (more booze and chocolate please). It gives me a chance to read books I wouldn’t normally or to try a product I normally wouldn’t buy. Finally, it directs my writing by giving me a topic to write about. It’s not the writing that’s hard but deciding WHAT to write about that’s a challenge.

Kondek: As you know and as our relationship testifies, I believe in sustaining relationships with bloggers and web editors. What advice can you give me and other PR flacks to that end?
Nichols: Just keep in touch, and say please and thank you. The Christmas card was a nice touch, too.

Bottom line though? Don’t treat mommy bloggers like a bunch of dumb housewives and blogging as our “cute little hobby.” Many of us were professional writers and marketers before we stayed home with our kids. We blog because we have a brain and need to reach out to people and share our stories.

Posted by Alicia Dorset at 03:03 PM
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February 07, 2007

MTV for the digital millennium

Twenty-five years ago, when a band couldn’t get airtime on Top 40 radio, it turned to MTV, at the time a “groundbreaking” concept giving bands the video spotlight. That was then, this is now.

With MTV’s continuing development as more of a “lifestyle” network than a music authority, a new trend is occurring: When a band can’t get airtime on MTV, they turn to social networking sites.

I asked Seth Hubbard of Polyvinyl Records about this trend. Polyvinyl, an independent record label, is a great example of a company recognizing where their potential audience is and sending the goods that way. Polyvinyl’s bands can now be found on a variety of social networking sites like YouTube and MySpace.

Alicia Dorset: How is Polyvinyl using sites like YouTube and MySpace to promote bands?
Seth Hubbard: We use YouTube and MySpace all the time. Each of our bands has their own MySpace page and the label has their own page, too. We put all of our music videos on YouTube, too. And there is a lot of fan-created live footage available on YouTube that really seems to help. Both of those web sites have translated into a lot of record sales.

AD: Where do you think consumers are looking for music or their favorite bands these days?
SH: I think most people look online for their new favorite bands. With sites like Pitchfork gaining so much popularity, along with digital download sites like iTunes and eMusic, it makes it so much easier to find out about new and upcoming artists.

AD: What kind of possibilities does the Internet give a label when promoting an artist?
SH: It gives labels infinite possibilities when it comes to promoting an artist. I am sure as time goes on it will continue to create new avenues to reach new possible fans.

AD: How important is "new media" to indie bands when trying to get their music out?
SH: It is a very important part of the whole process. Digital sales continue to increase across the board while physical sales continue to decline. As long as labels continue to be on top of new technologies, they will only benefit from them.

Polyvinyl artists on MySpace:

Posted by Alicia Dorset at 01:30 PM
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February 06, 2007

Don’t look for customers — let them find you!

By Kai Blum

The results of a recent ad:tech/MarketingSherpa survey reflected what common sense has already told us for a while: E-mail spam and banner ads don’t work all that well, but paid search ads and search engine optimization are the smartest ways to reach customers online. Why? Because customers are not responsive to the large number of ads and blind emails that pour in every day, but they seek out what you and your competitors have to offer by typing certain keywords into a search engine. All you have to do is make certain that their search connects them to you.

How do you do that? First of all, optimize your site for certain keyword phrases and avoid design elements that hurt your site’s search engine friendliness, such as Flash-only pages and graphics-based text. Provide unique content and content-specific page titles and stay away from any “Black hat” methods to improve search engine rankings. These methods will backfire and hurt your ranking for months. Therefore, don’t believe anyone who promises you fast results in search engine optimization. It takes months to improve search engine rankings in a significant and lasting way.

In the meantime, take advantage of pay-per-click advertising to let customers find you. Have experienced professionals set up, manage and optimize your Google AdWords and Yahoo! Search Engine Marketing campaigns to make the most of your advertising dollars. Remember, you only pay if a user clicks on your keyword-triggered ad. Make sure that your landing page is convincing and informative to achieve a high conversion rate.

In the long-term, a combination of great organic/free search results and targeted paid search engine ads that lead the user to an easy-to-navigate web site will ensure optimal results in customer acquisition.

Posted by staff at 03:18 PM
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