Friday, November 26, 2010
Wednesday, November 24, 2010
Spot.PH | 25 Great Gifts P100 and Under�|� SHOPPING SERVICES � What's New �
Spot.PH |
Every fashionista could use these lightweight capiz animal print earrings, just P20 each at Vente (with branches all over Metro Manila). Feeling extravagant? Get her a set of 5 pairs of different designs!
Camera pouches need not be boring. Tote yours in this quirky canvas pouch which has two compartments. Comes in other hues aside from pink: black, red, white and yellow. P100 at the Fashion Lane, Tiendesitas.
Make your techie friends’ gadgets roar with this leopard-print digicam/phone/iPod Nano case, only P99.95 at Landmark. Even the inside is lined in leopard! Comes with a detachable strap.
Notebooks with pretty and hip covers that fit perfectly in your jean pocket or purse lets you catalog crazy ideas, notes, and outrageous ideas wherever you go. Set of two notebooks at P79.75, National Bookstore.
Grab funky earphones at Swell Stuff (in Ayala, SM, and Robinsons malls) for P90. The ear bud type earphones come in many colors and designs like billiard balls, Mickey Mouse, pills, chewing gum, and candies, among others. If you’re lucky, you might find these items at Japan Home Centre as well and save yourself P2.
For the woman who has everything, a set of snakeskin print pouches for her pens and pencils, makeup brushes and what-have-you. Just P20 each at Vente (with branches all over Metro Manila).
Buy the TreeHugger Pen and help plant some trees. Made from corn and carton, it’s an ideal gift for your green warrior friends. Every purchase comes with a contribution to the restoration of Philippine forests. It’s available at Fully Booked for P20 and P30. Another TreeHugger product, made in partnership with Haribon Foundation, is the newspaper pencil worth P30 for every pack of five.
Have no problem storing this nifty tableware set inside your lunch pack. This Swiss knife, spoon and fork from Tickles (in Ayala, SM, and other selected malls) can even fit in your pocket. The product can be pulled apart to form a spoon and a fork. A knife can also be pulled from the side. Get this item for P79.75.
Get quirky with this frog lighter from Tickles (in Ayala, SM, and other selected malls). The bright green lighter is battery operated so when you open the top cap, it emits a croaking sound. It also features green-colored flames. Be warned--it consumes gas faster than the ordinary lighter. You may have it refilled. Get this gift item for P98.
Get your hands on these battery operated mini fans from Japan Home Centre (in Market! Market!, Robinsons Galleria, and selected malls) for P88 each (batteries not included). They come in different colors and designs. Most selections also have straps. (Photo from Japan Home Centre)
This whimsical carousel design notebook will brighten up anyone’s day. Cute little sketches inside, too. P60, Swell Stuff (in Ayala, SM, and Robinsons malls)
Treat your friends' lips to Human Nature’s new holiday offer, the Tinted Lip Balm Sheer Lip Soother (P64.75). The all-natural product is made from beeswax, rice bran oil, avocado oil, castor oil, sunflower oil, peppermint oil, calendula extract and vitamin E. Check out the Human Nature branch near you. Photo from Human Nature.
Memo to self: gift handy sticky notes to friends who love posting notes on everything. P50 each at Everything P50 stall, Tianggesitas at Tiendesitas, Pasig City.
For a yummy looking gift to give this Christmas, get the cake, chocolate, and sushi towels from Clipper (in Ayala, SM, and selected malls). Rates start at P88. Some items are also sold two-for-P88. The towels are neatly folded and pinned together with colorful designs to look just like food items. They’re placed in transparent boxes wherein each towel is perfectly mounted. (Photos from Clipper)
Here’s a useful gift item for the holiday season. For P39.75, get this duck-shaped bottle opener at Landmark (in Ayala Center). The bottle opener is made of foam. One side has ridges for a tighter grip on the bottle cap. The material is flexible so it can be used to open bottles of different shapes and sizes. This item is a suitable gift for friends and family who love to work in the kitchen.
Every fashionista could use these lightweight capiz animal print earrings, just P20 each at Vente (with branches all over Metro Manila). Feeling extravagant? Get her a set of 5 pairs of different designs!
Camera pouches need not be boring. Tote yours in this quirky canvas pouch which has two compartments. Comes in other hues aside from pink: black, red, white and yellow. P100 at the Fashion Lane, Tiendesitas.
Make your techie friends’ gadgets roar with this leopard-print digicam/phone/iPod Nano case, only P99.95 at Landmark. Even the inside is lined in leopard! Comes with a detachable strap.
Notebooks with pretty and hip covers that fit perfectly in your jean pocket or purse lets you catalog crazy ideas, notes, and outrageous ideas wherever you go. Set of two notebooks at P79.75, National Bookstore.
Grab funky earphones at Swell Stuff (in Ayala, SM, and Robinsons malls) for P90. The ear bud type earphones come in many colors and designs like billiard balls, Mickey Mouse, pills, chewing gum, and candies, among others. If you’re lucky, you might find these items at Japan Home Centre as well and save yourself P2.
For the woman who has everything, a set of snakeskin print pouches for her pens and pencils, makeup brushes and what-have-you. Just P20 each at Vente (with branches all over Metro Manila).
Buy the TreeHugger Pen and help plant some trees. Made from corn and carton, it’s an ideal gift for your green warrior friends. Every purchase comes with a contribution to the restoration of Philippine forests. It’s available at Fully Booked for P20 and P30. Another TreeHugger product, made in partnership with Haribon Foundation, is the newspaper pencil worth P30 for every pack of five.
Have no problem storing this nifty tableware set inside your lunch pack. This Swiss knife, spoon and fork from Tickles (in Ayala, SM, and other selected malls) can even fit in your pocket. The product can be pulled apart to form a spoon and a fork. A knife can also be pulled from the side. Get this item for P79.75.
Get quirky with this frog lighter from Tickles (in Ayala, SM, and other selected malls). The bright green lighter is battery operated so when you open the top cap, it emits a croaking sound. It also features green-colored flames. Be warned--it consumes gas faster than the ordinary lighter. You may have it refilled. Get this gift item for P98.
Get your hands on these battery operated mini fans from Japan Home Centre (in Market! Market!, Robinsons Galleria, and selected malls) for P88 each (batteries not included). They come in different colors and designs. Most selections also have straps. (Photo from Japan Home Centre)
This whimsical carousel design notebook will brighten up anyone’s day. Cute little sketches inside, too. P60, Swell Stuff (in Ayala, SM, and Robinsons malls)
Treat your friends' lips to Human Nature’s new holiday offer, the Tinted Lip Balm Sheer Lip Soother (P64.75). The all-natural product is made from beeswax, rice bran oil, avocado oil, castor oil, sunflower oil, peppermint oil, calendula extract and vitamin E. Check out the Human Nature branch near you. Photo from Human Nature.
Memo to self: gift handy sticky notes to friends who love posting notes on everything. P50 each at Everything P50 stall, Tianggesitas at Tiendesitas, Pasig City.
For a yummy looking gift to give this Christmas, get the cake, chocolate, and sushi towels from Clipper (in Ayala, SM, and selected malls). Rates start at P88. Some items are also sold two-for-P88. The towels are neatly folded and pinned together with colorful designs to look just like food items. They’re placed in transparent boxes wherein each towel is perfectly mounted. (Photos from Clipper)
Here’s a useful gift item for the holiday season. For P39.75, get this duck-shaped bottle opener at Landmark (in Ayala Center). The bottle opener is made of foam. One side has ridges for a tighter grip on the bottle cap. The material is flexible so it can be used to open bottles of different shapes and sizes. This item is a suitable gift for friends and family who love to work in the kitchen.
Monday, November 22, 2010
Publicity That Lures In Reporters Like Insects To A Venus Fly Trap
Publicity That Lures In Reporters Like Insects To A Venus Fly Trap
Example:
Why? Let’s dissect it:
It’s nice if the sentence sounds like poetry, but more importantly, it needs to have substance. If it sounds like a sales pitch, it’s getting trashed
If the entrepreneur was pitching this product to a paper or television station in New York, while living in Arizona, it would be a non-starter. Your best potential audience in traditional media is always news outlets in close proximity to you. If the product wasn’t sold locally, it still might be a story because the entrepreneur lived in the area, but having the dual benefits just makes the story more likely to be covered.
By now, most people would say, “miracle cure” yeah right! And so is the reporter.
Again, there’s a local connection to the story. But more importantly, there’s an expert who can vouch for the quality of the product. It’s not just the entrepreneur. She had a testimonial from a doctor, which is critical for credibility.
This is the clincher. Not only is a doctor available who the reporter can speak with, but the reporter was told the doctor is ready and willing to speak.
This makes me as a reporter practically giddy. Had this entrepreneur not mentioned the doctor, or not mentioned that she’d be willing to be interviewed, I as a reporter would wonder if the product was a scam, or would be calculating the amount of time it would take to find another doctor. If the entrepreneur couldn’t produce a credible source like the doctor, there’s a 75 percent chance the reporter would drop the story, purely because he or she would have no practical way to explain to viewers or readers why this product probably isn’t a scam.
Would it be possible to independently test it in a lab perhaps? Sure. But when you’re dealing with reporters, keep in mind that it’s a sales process. The more hoops the reporter must jump through in order to make your story printable and defensible, the more unlikely it is not to get printed or on the air.
Example:
“Hello, my name is Patrick Garmoe, and I’ve brought to market a skin cream from a recipe my grandmother in Poland used to heal a variety of rashes. People who use it see results without the side effects that plague other kinds of skin creams. It recently was put on four store shelves locally in Duluth Minnesota. I know a dermatologist at a local hospital who advises her patients to buy this over-the-counter cream instead of many more expensive prescription creams, and would be happy to speak with you to verify my account.”
Nearly every local reporter would definitely put that in a “to do” pile, without a doubt.Why? Let’s dissect it:
- Good opening sentence.
It’s nice if the sentence sounds like poetry, but more importantly, it needs to have substance. If it sounds like a sales pitch, it’s getting trashed
“Hello, my name is Patrick Garmoe, and I’ve brought to market a skin cream from a recipe my grandmother in Poland used to heal a variety of rashes.”
- At this point, the reporter has heard what he or she views as a potential heart-warming angle for a story about a local entrepreneur who brought to market an ancient family recipe.
“People who use it are healed of skin problems, without the side effects of other kinds of skin creams.”
- This makes the reporter see why it’s worth writing about, versus the 10 other new skin creams on the market.
- This sentence contains two big hooks for the reporter.
If the entrepreneur was pitching this product to a paper or television station in New York, while living in Arizona, it would be a non-starter. Your best potential audience in traditional media is always news outlets in close proximity to you. If the product wasn’t sold locally, it still might be a story because the entrepreneur lived in the area, but having the dual benefits just makes the story more likely to be covered.
By now, most people would say, “miracle cure” yeah right! And so is the reporter.
- So the entrepreneur addresses this skepticism immediately.
Again, there’s a local connection to the story. But more importantly, there’s an expert who can vouch for the quality of the product. It’s not just the entrepreneur. She had a testimonial from a doctor, which is critical for credibility.
- But here’s the important follow up, regarding precisely how the expert can help stomp out a reporter’s skepticism.
This is the clincher. Not only is a doctor available who the reporter can speak with, but the reporter was told the doctor is ready and willing to speak.
Make Running the Story You’re Pitching As Easy As Possible for the Reporter
Ideally, the pitch would say “we have three happy customers in Duluth ready to speak with you as well,” so the reporter doesn’t have to waste time finding someone who’s purchased the product.This makes me as a reporter practically giddy. Had this entrepreneur not mentioned the doctor, or not mentioned that she’d be willing to be interviewed, I as a reporter would wonder if the product was a scam, or would be calculating the amount of time it would take to find another doctor. If the entrepreneur couldn’t produce a credible source like the doctor, there’s a 75 percent chance the reporter would drop the story, purely because he or she would have no practical way to explain to viewers or readers why this product probably isn’t a scam.
Would it be possible to independently test it in a lab perhaps? Sure. But when you’re dealing with reporters, keep in mind that it’s a sales process. The more hoops the reporter must jump through in order to make your story printable and defensible, the more unlikely it is not to get printed or on the air.
Sunday, November 21, 2010
7 Ways to Improve Your Writing … Right Now | Copyblogger
7 Ways to Improve Your Writing … Right Now | Copyblogger
I’ve got a couple of fast ways you can improve your writing immediately. No waiting for that pesky, tedious “practice” to kick in.
I’ve got a couple of fast ways you can improve your writing immediately. No waiting for that pesky, tedious “practice” to kick in.
Way better.
Be concise and be clear
You’ve heard this one a million times. Tight, concise, easy-to-read pieces are heaven for readers. Long, complex, convoluted ones are just confusing.
Very often, the longer you write, the less you hold a reader’s interest.
If you can’t say it simply in just a few words, then you’ve lost readers. Write short, write lean, and write clearly, so you don’t have to waste words explaining what you’ve just written.
Keep it short
Not your writing (although that’s a good idea), but your line length.
Interestingly, people actually read longer lines faster. But fast reading isn’t necessarily what you want them to be doing. You want readers to be absorbing what you wrote, understanding your message, and reading comfortably as well.
So go for short. Set your page layout so that it’s not full width, or if you need that full width, keep sentences short and use plenty of paragraph breaks.
100 characters per line is optimal for speed — but about 45 characters is best for reader comfort.
Stick to three
It’s said that people can process 7 bits of information (more or less) at a time. But the number that’s most compelling is the one we like the best: 3.
So have 3 bullet points. 3 steps, 3 strategies. Use the number 3 as often as you can.
Not only will you capture better reader interest by doing so, but you’ll improve your readers’ ability to remember what you’ve written. We tend to chunk information into groups of three, and recall those triads more easily.
Watch your tone
It’s easy for writers to assume readers can pick up on our mood and tone from our writing.
After all, we certainly know our feelings, humor, intent, and state of mind at the time we write. But for readers, it’s clear as mud. They’re guessing at your tone — and they may guess wrong.
Here’s an example:
Honey. Please.
Was I exasperated and rolling my eyes? Smiling and gently teasing? Acidly sarcastic? Or maybe just eating toast and reaching for the bear-shaped bottle?
As a reader, you have no idea unless the words around that phrase cue you into my written tone.
Talk Food, Sex, and Danger
Susan Weinschenk from What Makes Them Click is writing a great series called 100 Things You Should Know About People.
Go check it out. It’s good. Seriously good.
In this resource, Susan mentions that our brains always ask the following questions:
Can I eat it? Can I have sex with it? Will it kill me?
Nice.
Nice for you, too, because if you want people to pay more attention to your writing, bring up those big three (there’s that number again). Use stories and examples that touch on aspects of food, sex, or danger.
Add descriptors or associative words. Pair it with a nice picture, if you’d like. It’ll glue them to the page.
Break it up
Time and again, I see writers spooling out long, chunky paragraphs.
No, no, no.
Make it easy for people to read your work. The easier it is, the more they’ll get your point and enjoy reading — and that’s what you want.
Reading online is tiring (yes, even for you fresh-eyed Gen Ys out there). So you need to do everything you can to make it less of a strain.
- No more than three sentences to a paragraph, please, and keep those sentences short.
- Add bullet points and subheads to guide people along.
- Oh, and bump up that font size, would you? Tiny means squint, and that’s no good.
Stay on topic
I know how tough this one is — I commit the crime of wandering too often myself, and have to make sure I don’t stray too far from my main point.
If I add too many points to a piece of writing, readers get confused about the main point of my post. They’ll be confused about yours, too.
Building an outline helps. Decide on the main point of your piece and create three (!) sub-points that support it. Make sure each one ties back to the message you want to get across to readers, and make sure each sub-point is supportive and relevant.
So there are your quick guides to becoming a better writer today.
Saturday, November 20, 2010
Thursday, November 18, 2010
Saturday, November 13, 2010
Monday, November 8, 2010
Meet--or Exceed--Your Customers' Expectations - Business Reliability - Entrepreneur.com
Meet--or Exceed--Your Customers' Expectations - Business Reliability - Entrepreneur.com
Every day, hundreds of thousands of people choose to do business with a particular person or business because there's an assurance they'll get what they expect, when they expect it, the way they expect it.
And yet thousands of businesses lose at least one customer every day because they did not live up to the reasonable expectations of their clientele in terms of reliability, responsibility or dependability.
The sad truth is, many businesses (and people) have made a habit of being:
Careless
Maybe they forgot, maybe they get a better offer or opportunity, maybe they just can't get their act together--the bottom line is, whatever you wanted didn't get done.
Spineless
People will tell you they'll have something completed by a certain time or date even though they know they know they can't deliver. That's because they believe (often with good reason) that you'll take your business elsewhere if they tell you the truth. Somehow telling you "yes" now and facing the music later feels more comfortable.
Fearful
Often, people are embarrassed to admit they don't understand what you want because they're afraid they'll look stupid. They are uncomfortable calling back when they realize they forgot to call earlier because they're afraid they'll look like they weren't paying sufficient attention to the account or aren't on the ball.
Dishonest
Many businesses lowball a price in order to appear competitive, and then make up for it with hidden charges. Or they provide an inferior product or service and declare you'll have to pay more if you want what you thought you were getting in the first place. And then there are those who refuse to complete the service or hand over the product until you pay more than originally agreed on.
Where does that leave the customer? In dire straits. It's bad enough if the customer is purchasing the product or service for himself. But if it's a component of a product or service for that customer's client, it could easily cost the customer that client, other monetary damages and the company's reputation.
Reliability in Action
When someone needs something done by a set date, or a service performed in a specific manner, he's seeking someone who can provide that service with certainty. Many companies have built their reputation by providing that certainty for customers.
Reliability: FedEx realized it could corner the market by promising to get your letter to its destination overnight, without fail. The company created an entire niche that never existed before.
Dependability: A major attraction of all fast-food chains, aside from fast service, is that you can depend on the food tasting the same, no matter where in the country you happen to be.
Responsibility: A big selling point for many pest control businesses is that if you see another bug within a designated period of time, they'll come back and take care of it for free; in other words, they take responsibility for the quality of their work.
What about your business? It's easy to pay lip service to good customer service, but you need to back it up with action. Have your customer service department keep record of customer complaints. You should know how many orders have shipped incorrectly in the last 90 days, or how many times a product has been returned. Armed with this information, you can take measures to correct the problem and prevent it from happening again.
A high level of reliability, responsibility and dependability are lacking in our society today. The wise entrepreneur can build a profitable and steady business if she becomes known for having these traits.
Every day, hundreds of thousands of people choose to do business with a particular person or business because there's an assurance they'll get what they expect, when they expect it, the way they expect it.
And yet thousands of businesses lose at least one customer every day because they did not live up to the reasonable expectations of their clientele in terms of reliability, responsibility or dependability.
The sad truth is, many businesses (and people) have made a habit of being:
Careless
Maybe they forgot, maybe they get a better offer or opportunity, maybe they just can't get their act together--the bottom line is, whatever you wanted didn't get done.
Spineless
People will tell you they'll have something completed by a certain time or date even though they know they know they can't deliver. That's because they believe (often with good reason) that you'll take your business elsewhere if they tell you the truth. Somehow telling you "yes" now and facing the music later feels more comfortable.
Fearful
Often, people are embarrassed to admit they don't understand what you want because they're afraid they'll look stupid. They are uncomfortable calling back when they realize they forgot to call earlier because they're afraid they'll look like they weren't paying sufficient attention to the account or aren't on the ball.
Dishonest
Many businesses lowball a price in order to appear competitive, and then make up for it with hidden charges. Or they provide an inferior product or service and declare you'll have to pay more if you want what you thought you were getting in the first place. And then there are those who refuse to complete the service or hand over the product until you pay more than originally agreed on.
Where does that leave the customer? In dire straits. It's bad enough if the customer is purchasing the product or service for himself. But if it's a component of a product or service for that customer's client, it could easily cost the customer that client, other monetary damages and the company's reputation.
Reliability in Action
When someone needs something done by a set date, or a service performed in a specific manner, he's seeking someone who can provide that service with certainty. Many companies have built their reputation by providing that certainty for customers.
Reliability: FedEx realized it could corner the market by promising to get your letter to its destination overnight, without fail. The company created an entire niche that never existed before.
Dependability: A major attraction of all fast-food chains, aside from fast service, is that you can depend on the food tasting the same, no matter where in the country you happen to be.
Responsibility: A big selling point for many pest control businesses is that if you see another bug within a designated period of time, they'll come back and take care of it for free; in other words, they take responsibility for the quality of their work.
What about your business? It's easy to pay lip service to good customer service, but you need to back it up with action. Have your customer service department keep record of customer complaints. You should know how many orders have shipped incorrectly in the last 90 days, or how many times a product has been returned. Armed with this information, you can take measures to correct the problem and prevent it from happening again.
A high level of reliability, responsibility and dependability are lacking in our society today. The wise entrepreneur can build a profitable and steady business if she becomes known for having these traits.
How to Make an Awesome Corporate Blog
How to Make an Awesome Corporate Blog
There are a lot of really awful corporate blogs out there. Don't make yours one of them.
You've seen them: all the robotic press releases, boring business jargon and complete lack of personality. Yuck.
Fortunately, there are also some good ones. These are the blogs that give you a more personal take on a usually-impersonal corporation, offer a chance to engage in real, interesting dialogue with those in charge -- and develop a fan base of loyal readers in return.
We talked to a few of the people behind some good corporate blogs to find out what it takes to catch, and hold, a reader's attention in the tangled jungle that is the modern blogosphere.
Throw "corporate" out the window
Forget the "corporate" thing -- your business's blog should just be a great blog.
"I'm not even sure that 'great' and 'corporate blog' belong in the same sentence. Great corporate blogs are in reality great blogs for dedicated bloggers who happen to work inside corporations," says Dave Kellogg, CEO of Mark Logic and writer of Kellblog (the winner of SIIA's "Codie" award for Best Corporate Blog 2009).
"Instead of having 'a corporate blog' as your goal you should think about having a series of great corporate bloggers," he says.
Who should write for the blog? Everyone!
"Whether yours is a small or large organization, you need to under¬stand that social media is a tool for everyone, not just the official spokespeople or the PR team," Giovanni Rodriguez, Co-founder of Hubbub, tells the Society for New Communications Research. (Check out their best practices for corporate blogs [PDF].)
"We also have people across the entire agency contributing to the blog from the Managing Partners to strategists to account managers to creatives to even interns. We encourage everyone with a great idea to participate," says Brandon Evans, Chief Strategy Officer of media marketing firm Mr Youth (whose blog Grown Up Thinking was a nominee for Mashable's Open Web Awards 2009).
And Kellogg adds, "If you're thinking of having a ghost-written executive blog, stop. Don't bother. It defeats the point."
Your content should go beyond your business
Nothing could be more boring that just sticking to the company line. Contribute interesting content on a wide array of subjects that could be important to your target audience.
Kevin Hunt, Editor of LegalCurrent (Thomson Reuter's legal blog, which was nominated for a 2009 Codie award), says that their goal is to contribute to the discussion of topics that their readers are interested in, by talking about trends in the industry and having thought leaders offer their take, for example.
"It is critical to focus first on creating content that adds value to your readers and helps them do their jobs better," Evans seconds.
Kellogg thinks that his blog has become so popular because "it covers both company and non-company material. Some of it is generic business and marketing lessons I've learned over the years. And some of it -- I suspect the most popular -- is the application of those lessons to analyzing companies and their strategies."
A blog is not about marketing (but good ones end up doing just that)
No matter how much you want it to serve as a marketing tool, the best corporate blogs aren't created for the purpose of marketing.
Whatever you do, your blog should not be "an advertisement for the company or a regurgitation of company news and press releases," Kellogg warns.
"We focus strongly on our audience and what is of value to them vs. trying to sell anything. We very rarely speak about our agency or client projects on our blog but rather focus on the stories that interest us which we feel will interest our readers," Evans says.
You'll end up marketing your business indirectly if you get readers excited about your blog by giving them interesting stuff to read.
More content guidelines
"Create a strong theme that helps editorialize the content of the blog so users know what to expect," Evans advises. "All the authors involved in our blog have a lot of leeway to find stories of interest but ultimately know that posts should tie back to" the overall intent, he says. "Beyond that, it is really about keeping the content fresh, posting multiple times a week if not daily."
Get personal
A blog is a chance to get personal with your customers, away from the impersonal void that is the official corporate website.
"There are many reasons why I work at mark logic. I explain them in my blog," Kellogg says. "I also work hard to keep the writing light and where possible, funny."
The bloggers for Mr Youth just try to "give readers a taste of the types of things we are thinking about," says Evans.
If you want to encourage customer interaction
Kellogg advises, "If dialogue is one of your goals, then here are some things you should do:
And again, contributing to the discussions that your target audience are already talking about is key for sparking dialogue on your blog.
If you don't think you can do all of these points... don't have a blog.
There is no point in putting up a rotten corporate blog just for the sake of having one.
In Kellogg's opinion, "most companies shouldn't make a corporate blog; what they need instead is a news-and-events RSS feed (which is what bad corporate blogs degenerate into)."
If you can't commit to:
Some awesome corporate blogs to check out
These blogs have been cited on the web as examples of corporate blogging done right:
Marriott on the Move -- Marriott CEO Bill Marriott's blog
Off The Wall -- Official Vans blog
Zappos Blog
Playstation Blog
GM FastLane -- Official General Motors blog
There are a lot of really awful corporate blogs out there. Don't make yours one of them.
You've seen them: all the robotic press releases, boring business jargon and complete lack of personality. Yuck.
Fortunately, there are also some good ones. These are the blogs that give you a more personal take on a usually-impersonal corporation, offer a chance to engage in real, interesting dialogue with those in charge -- and develop a fan base of loyal readers in return.
We talked to a few of the people behind some good corporate blogs to find out what it takes to catch, and hold, a reader's attention in the tangled jungle that is the modern blogosphere.
Throw "corporate" out the window
Forget the "corporate" thing -- your business's blog should just be a great blog.
"I'm not even sure that 'great' and 'corporate blog' belong in the same sentence. Great corporate blogs are in reality great blogs for dedicated bloggers who happen to work inside corporations," says Dave Kellogg, CEO of Mark Logic and writer of Kellblog (the winner of SIIA's "Codie" award for Best Corporate Blog 2009).
"Instead of having 'a corporate blog' as your goal you should think about having a series of great corporate bloggers," he says.
Who should write for the blog? Everyone!
"Whether yours is a small or large organization, you need to under¬stand that social media is a tool for everyone, not just the official spokespeople or the PR team," Giovanni Rodriguez, Co-founder of Hubbub, tells the Society for New Communications Research. (Check out their best practices for corporate blogs [PDF].)
"We also have people across the entire agency contributing to the blog from the Managing Partners to strategists to account managers to creatives to even interns. We encourage everyone with a great idea to participate," says Brandon Evans, Chief Strategy Officer of media marketing firm Mr Youth (whose blog Grown Up Thinking was a nominee for Mashable's Open Web Awards 2009).
And Kellogg adds, "If you're thinking of having a ghost-written executive blog, stop. Don't bother. It defeats the point."
Your content should go beyond your business
Nothing could be more boring that just sticking to the company line. Contribute interesting content on a wide array of subjects that could be important to your target audience.
Kevin Hunt, Editor of LegalCurrent (Thomson Reuter's legal blog, which was nominated for a 2009 Codie award), says that their goal is to contribute to the discussion of topics that their readers are interested in, by talking about trends in the industry and having thought leaders offer their take, for example.
"It is critical to focus first on creating content that adds value to your readers and helps them do their jobs better," Evans seconds.
Kellogg thinks that his blog has become so popular because "it covers both company and non-company material. Some of it is generic business and marketing lessons I've learned over the years. And some of it -- I suspect the most popular -- is the application of those lessons to analyzing companies and their strategies."
A blog is not about marketing (but good ones end up doing just that)
No matter how much you want it to serve as a marketing tool, the best corporate blogs aren't created for the purpose of marketing.
Whatever you do, your blog should not be "an advertisement for the company or a regurgitation of company news and press releases," Kellogg warns.
"We focus strongly on our audience and what is of value to them vs. trying to sell anything. We very rarely speak about our agency or client projects on our blog but rather focus on the stories that interest us which we feel will interest our readers," Evans says.
You'll end up marketing your business indirectly if you get readers excited about your blog by giving them interesting stuff to read.
More content guidelines
"Create a strong theme that helps editorialize the content of the blog so users know what to expect," Evans advises. "All the authors involved in our blog have a lot of leeway to find stories of interest but ultimately know that posts should tie back to" the overall intent, he says. "Beyond that, it is really about keeping the content fresh, posting multiple times a week if not daily."
Get personal
A blog is a chance to get personal with your customers, away from the impersonal void that is the official corporate website.
"There are many reasons why I work at mark logic. I explain them in my blog," Kellogg says. "I also work hard to keep the writing light and where possible, funny."
The bloggers for Mr Youth just try to "give readers a taste of the types of things we are thinking about," says Evans.
If you want to encourage customer interaction
Kellogg advises, "If dialogue is one of your goals, then here are some things you should do:
- Write in a way that encourages interaction -- ask lots of questions
- Engage in dialogue -- respond quickly to comments (waiting 3 days and responding in bulk isn't going to stimulate a conversation)"
And again, contributing to the discussions that your target audience are already talking about is key for sparking dialogue on your blog.
If you don't think you can do all of these points... don't have a blog.
There is no point in putting up a rotten corporate blog just for the sake of having one.
In Kellogg's opinion, "most companies shouldn't make a corporate blog; what they need instead is a news-and-events RSS feed (which is what bad corporate blogs degenerate into)."
If you can't commit to:
- Focusing on fresh, interesting content
- Avoiding all direct marketing ploys
- Getting creative and moving beyond boring company info
Some awesome corporate blogs to check out
These blogs have been cited on the web as examples of corporate blogging done right:
Marriott on the Move -- Marriott CEO Bill Marriott's blog
Off The Wall -- Official Vans blog
Zappos Blog
Playstation Blog
GM FastLane -- Official General Motors blog
Marketing on Facebook: 10 Dos and Don'ts | BNET
Marketing on Facebook: 10 Dos and Don'ts | BNET
Here are some do’s and don’ts for your company’s Facebook page.
1. Do: Take advantage of Facebook Places. This location-based application allows users to “check in” — or alert their network — wherever they are. If you have a brick-and-mortar location, turn patrons into Facebook promoters by giving them freebies or specials offers if they check-in from your location, using Facebook Places. But be sure to connect your check-in page to your company page, otherwise Facebook users who click check-in links on their News Feeds and Walls will be taken to a generic Facebook page that doesn’t contain your keywords or branding.
2. Do: Use Facebook for customer service. Online support forums and live-chat services can be costly. But Facebook can help you communicate easily with customers who become your fans on the site. Facebook’s Wall, forums, status updates and other features let you answer technical and other queries, post new product upgrades or offer a frequently-asked-questions section. Additionally, your fans can help each other out.
3. Do: Go “tag” crazy. Tagging is simply to identify a Facebook user in a photo or video, an action that triggers an update to the user’s News Feeds. Tag your business and your customers in videos and photos as often as possible. Why? Tagged photos and videos, especially those tagged by your fans, have a higher likelihood of being seen by more people. If you decide to launch a Facebook promotion, try to find ways to integrate tagging into the plan.
4. Do: Befriend Facebook group administrators. Search out influencers on Facebook and offer them specials, coupons and other perks they can offer to their Facebook groups. A status update, Wall post or message from a group’s administrator will return better results than a mass message to their members from you.
5. Do: Add a well-placed “Like” button to your website and newsletters. Don’t just throw a “Like” button on your site, integrate it into the customer experience and surround it with a call to action. For example, place near your mailing-list sign-up form. Users are more likely to click a “Like” button while opting-in for a subscription. Test, track and adjust this tactic until you see results. Here is a link to some instructions to help you get started.
6. Don’t: Let your Facebook Wall be the first thing newcomers to your page see. The company page Wall is usually busy with status updates and user comments. Instead, use Facebook’s page settings to set up a “welcome” page (see “How do I change the default tab”). Make sure it inspires action. Perhaps you can post a short YouTube video about your company with a vanity URL to a big promotion website or design a custom background showing users how to sign up for your mailing list.
7. Don’t: Turn off your user comments function. If you promote your brand online, odds are good that you’ll receive some negative feedback. Whether or not these comments are warranted, your responses and communication with these individuals will demonstrate your commitment to customer service.
8. Don’t: Use the Facebook Events tab for RSVPs. If users register for events that you list on Facebook, you will not capture their data for your mailing list. Always require registrants to sign up for events on your own site.
9. Don’t: Send mass messages to your network. Most users will never even look at your messages. Should you be compelled to send a message, make sure it offers something of real value. Clearly state that value in the message subject line. Avoid general brand messages and announcements, or you’ll lose supporters.
10. Don’t: Link Facebook Ads to your Facebook page. Targeted and compelling Facebook Ads may get you results. But link them to a page on your website that hosts information about the promotion and encourages users to take action in as few clicks as possible. Remember to push users from Facebook to your turf– a web page — where you control the content, environment and functionality. Doing so may provide a higher probability of converting leads into sales and acquiring consumer contact information.
Here are some do’s and don’ts for your company’s Facebook page.
1. Do: Take advantage of Facebook Places. This location-based application allows users to “check in” — or alert their network — wherever they are. If you have a brick-and-mortar location, turn patrons into Facebook promoters by giving them freebies or specials offers if they check-in from your location, using Facebook Places. But be sure to connect your check-in page to your company page, otherwise Facebook users who click check-in links on their News Feeds and Walls will be taken to a generic Facebook page that doesn’t contain your keywords or branding.
2. Do: Use Facebook for customer service. Online support forums and live-chat services can be costly. But Facebook can help you communicate easily with customers who become your fans on the site. Facebook’s Wall, forums, status updates and other features let you answer technical and other queries, post new product upgrades or offer a frequently-asked-questions section. Additionally, your fans can help each other out.
3. Do: Go “tag” crazy. Tagging is simply to identify a Facebook user in a photo or video, an action that triggers an update to the user’s News Feeds. Tag your business and your customers in videos and photos as often as possible. Why? Tagged photos and videos, especially those tagged by your fans, have a higher likelihood of being seen by more people. If you decide to launch a Facebook promotion, try to find ways to integrate tagging into the plan.
4. Do: Befriend Facebook group administrators. Search out influencers on Facebook and offer them specials, coupons and other perks they can offer to their Facebook groups. A status update, Wall post or message from a group’s administrator will return better results than a mass message to their members from you.
5. Do: Add a well-placed “Like” button to your website and newsletters. Don’t just throw a “Like” button on your site, integrate it into the customer experience and surround it with a call to action. For example, place near your mailing-list sign-up form. Users are more likely to click a “Like” button while opting-in for a subscription. Test, track and adjust this tactic until you see results. Here is a link to some instructions to help you get started.
6. Don’t: Let your Facebook Wall be the first thing newcomers to your page see. The company page Wall is usually busy with status updates and user comments. Instead, use Facebook’s page settings to set up a “welcome” page (see “How do I change the default tab”). Make sure it inspires action. Perhaps you can post a short YouTube video about your company with a vanity URL to a big promotion website or design a custom background showing users how to sign up for your mailing list.
7. Don’t: Turn off your user comments function. If you promote your brand online, odds are good that you’ll receive some negative feedback. Whether or not these comments are warranted, your responses and communication with these individuals will demonstrate your commitment to customer service.
8. Don’t: Use the Facebook Events tab for RSVPs. If users register for events that you list on Facebook, you will not capture their data for your mailing list. Always require registrants to sign up for events on your own site.
9. Don’t: Send mass messages to your network. Most users will never even look at your messages. Should you be compelled to send a message, make sure it offers something of real value. Clearly state that value in the message subject line. Avoid general brand messages and announcements, or you’ll lose supporters.
10. Don’t: Link Facebook Ads to your Facebook page. Targeted and compelling Facebook Ads may get you results. But link them to a page on your website that hosts information about the promotion and encourages users to take action in as few clicks as possible. Remember to push users from Facebook to your turf– a web page — where you control the content, environment and functionality. Doing so may provide a higher probability of converting leads into sales and acquiring consumer contact information.
8.4 out of 10 People Don’t Like Your Blog (or Mine) | BNET
8.4 out of 10 People Don’t Like Your Blog (or Mine) | BNET
Don’t blog unless you have something interesting or worthwhile to say.
The rule applies whether blogging is your business or you’re blogging about your business. And the cold truth is that most companies, outside the realm of their products or services, don’t have much to say.
Even if you do have stuff to say, there are other things to consider before your company jumps on the blogwagon:
There are plenty of good examples and resources out there if you are serious about corporate blogging. Social media is a full-blown industry — the Madison Avenue of our era. Just make sure you have a reason, a plan, and something to say that you’re not already saying elsewhere.
In my company, we often say “just because you can doesn’t mean you should” — challenging ourselves to be sure we are making the most of our resources. But the opposite is also true: Just because you should doesn’t mean you can.
Don’t blog unless you have something interesting or worthwhile to say.
The rule applies whether blogging is your business or you’re blogging about your business. And the cold truth is that most companies, outside the realm of their products or services, don’t have much to say.
Even if you do have stuff to say, there are other things to consider before your company jumps on the blogwagon:
- You must keep it moving, alive and fresh. If you can’t make a real and permanent commitment, don’t even start. A neglected blog is worse than none at all. When I see the most recent post dated months ago, I envision a company with dust balls blowing through its corridors.
- A blog should not be just a more casual version of your site. This is the number one thing wrong with most company blogs. You have a new product? Something’s on sale? Your stuff is great? That’s what your Web site is for. As a recent Entrepreneur article said, “the best corporate blogs aren’t created for the purpose of marketing.”
- Devote the people, time and other resources you need, and make it important. Don’t just fire off emails saying “we haven’t posted in a while, someone please put something up.” You’re either serious about it or not.
There are plenty of good examples and resources out there if you are serious about corporate blogging. Social media is a full-blown industry — the Madison Avenue of our era. Just make sure you have a reason, a plan, and something to say that you’re not already saying elsewhere.
In my company, we often say “just because you can doesn’t mean you should” — challenging ourselves to be sure we are making the most of our resources. But the opposite is also true: Just because you should doesn’t mean you can.
Sunday, November 7, 2010
Under Pressure: Learning to be a "Clutch" Leader | BNET
Under Pressure: Learning to be a "Clutch" Leader | BNET
- Focused on a goal. “When they graduate they will be deployed to lead a platoon, probably in Afghanistan or Iraq. They know the responsibilities and the risks. And everything they are doing is preparing them for that moment. Do you know what your primary mission is at work?”
- Continuous improvement. “They work in an organization that is continually striving to be better. When a mistake happens, the Army tries not to let it happen a second time. Are you aligned with the right organization? Or if you’re leading that organization, are you prepared to change things that aren’t working, even if change could be hard or even a reversal of something you implemented?”
- Practice for success. “These cadets are given the physical and mental training that will help them do their jobs at the highest level. They know you have to be able to perform a task perfectly under normal conditions before you can expect to do it in a stressful situation. Can you say the same thing? Are you able to do your job at a high level every day? If not, then you should not be surprised when you make the wrong decisions under pressure.”
The Open Marketer - Content Marketing: Start Sending News Releases NOW
The Open Marketer - Content Marketing: Start Sending News Releases NOW
efforts. News releases aren't just for product launches or additions to your senior management teams.
Here are some other topics you can promote with news releases:
Over the next few weeks, I plan on testing the efficacy of sending news releases to help promote two components of OpenView Partner's content marketing strategy, our weekly email of tips and tricks and our new idea site, OpenView Labs.
Amplify your Content Marketing with News Releases
News releases have been described as a great way to amplify your content developmentefforts. News releases aren't just for product launches or additions to your senior management teams. Here are some other topics you can promote with news releases:
- Market your blog
- Launch a new website
- Promote your ebook or white paper
- Interview with a customer
- Highlight a customer case study or success story
- Promote a new video
- Encourage your audience to sign up for your newsletter
- Announce your earnings for the quarter or year
- Conduct a survey
- Extend the reach of your latest podcast
Over the next few weeks, I plan on testing the efficacy of sending news releases to help promote two components of OpenView Partner's content marketing strategy, our weekly email of tips and tricks and our new idea site, OpenView Labs.
Junta42 Content Marketing blog: Content Strategy and the Dying Art of Execution
Junta42 Content Marketing blog: Content Strategy and the Dying Art of Execution
Don't get me wrong, content marketing strategy is critical to the success of a content marketing project. Not having a content strategy is like playing baseball without the bases (envision people running everywhere...not a pretty site).
That said, I've seen a multitude of content strategies die for the following reasons.
Where is your "lack of"?
Don't get me wrong, content marketing strategy is critical to the success of a content marketing project. Not having a content strategy is like playing baseball without the bases (envision people running everywhere...not a pretty site).
That said, I've seen a multitude of content strategies die for the following reasons.
- Lack of support from the executive team. They fail to understand why they can't talk about themselves all the time. They don't "get" the idea content marketing. The brand ends up producing mediocre content without real organization and continues to think that content marketing doesn't work.
- Lack of setting success criteria. This happens more often that you think. Ever here the "we want to do a blog" request? The response to that request is "Why?" Understanding why you are creating and curating content seems like a "yeah, duh", but you'd be surprised how many times corporate content creators have no idea of the strategy behind their content execution. Result: the execution fails.
- Lack of talent. Content marketing takes new skills. Combine a content strategist, a journalist and a marketer, a salesperson, a touch of Walt Whitman and you're halfway there. Just because we can doesn't mean we should with the talent we have. Hire more journalists.
- Lack of consistency. Creating a content marketing plan is a promise to your customers that you are going to deliver information that helps them solve their pain points. Starting the plan, and then stopping it is like sewing up a wound halfway. Painful. Marketing agencies around the world have blogs where the most recent posts are from March. Ouch!
- Lack of integration. There is no such thing a just a blog, just a custom magazine or just a webinar. These things work as part of a content marketing system, which works inside of your entire marketing program. Do me a favor...take the content creators out of the basement and get them talking with your marketing team. If content indeed is the center of your marketing strategy, you need to act like it and show your employees (and C-level) that it matters.
- Lack of promotion. No, if you create information on your website in the form of a blog, article or ebook, people won't just come naturally and neither with Kevin Costner (Field of Dreams reference). You have to work it.
- Lack of effective outsourcing. Outsource effectively or be effectively outsource. The majority of brands outsource portions of their content marketing. Outside expertise is mandatory for truly great content. We need people on the outside that don't have OUR brand or sales hats on. Find them, use them, make them part of your team.
- Lack of a call to action. What do you want people to do when they engage with your content? If you don't know, how do you know what success looks like?
Where is your "lack of"?
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